Nielsen to Expand, Broaden Its Sample Size in Top Markets

Nielsen on Wednesday announced plans to significantly expand and broaden its sample size in local markets, a move designed to “increase the stability” of the ratings it currently delivers while “improving representation of hard-to-reach demographic groups,” the company said.

Starting this year, Nielsen will increase the sample size in 15 markets with Local People Meters. Dallas, Washington D.C., Houston, Miami and Denver — five markets previously earmarked for sample-size expansion — will see an increase of 200 homes. And in 2015, top markets New York and Los Angeles will have their sample sizes increased by 300 homes, and eight other markets will have have their sample size increased by 200 homes: Charlotte, St. Louis, Chicago, Philadelphia, San Francisco, Boston, Atlanta, and Phoenix.

These sample increases represent on average a 30% increase in sample size.

In the 31 set meter markets (markets 26-56), Nielsen will expand the sample by 200 homes in each market over the next two years. The addition of these 6,200 homes represents an almost 50% increase in sample size across the set meter market footprint.

Earlier this year, Nielsen announced plans to install code readers in select diary markets and bring year-round, electronic measurement to those diary clients. Those plans, an important component of its overall sample expansion strategy for local television, are proceeding as announced, the company said Wednesday.

“Nielsen is committed to continuous improvement of quality local television measurement now and into the future. With this supplemental expansion, our local media clients will see increased stability through expanded metered samples and electronic measurement to diary markets that never had metered samples,” said Matt O’Grady, EVP Managing Director Local Media, Nielsen.